Elytra PIM (formerly Lobster_pim)

Elytra PIM is the new name for Lobster_pim. Lobster, known for its Lobster_data data integration software, divested its PIM system to focus on integration and process automation. Swiss agency W4 acquired the source code in 2025 and has since continued developing the system under the Elytra name. W4 also provides support for existing Lobster_pim customers.

What Elytra PIM offers

• Centralised product data: a single data source for all channels, with multilingual support and no-code configuration.
• Publishing: automated creation of catalogues, price lists and data sheets in multiple languages, including through integration with priint:comet.
• Import and export: XML, CSV, Excel and SQL, plus interfaces to ERP systems and online shops.
• Deployment: on-premises, in a private cloud or as SaaS.

In practice

Lobster_pim was primarily used by mid-sized manufacturers and retailers producing large volumes of printed material. Wholesaler Pistor AG uses it to manage around 21,000 products, from its main catalogue to its online shop. Other published customer references include window manufacturer Finstral, furniture manufacturer Thonet and wood flooring manufacturer Bauwerk Boen, which automatically produce catalogues and price lists in multiple languages.

Who Elytra PIM is suited to

Elytra is a good fit for mid-sized companies focused on multilingual print and catalogue publishing that are looking for a manageable, highly configurable PIM system. Existing Lobster_pim customers should discuss the roadmap and the migration process to Elytra with W4. If you are selecting a new system, it is worth comparing Elytra with other systems that offer strong publishing capabilities in the PIM vendor overview.

Related topics: Cross-media publishing · Catalogues · PIM selection